The role of the media in election campaign - on the example of Bosnia and Herzegovina and Ukraine

Table of Contents

1. Introduction

2. Communication – theoretical approach

3. Theoretical approach

3.1 Illustration of the terms

3.2 Mass media and their function

3.2.1 The social role of the mass media

3.2.2 The political function of the mass media

3.2.3 Economical function

3.2.4 Information function

3.3 Agenda – setting approach

3.4 Mass media and the politics

3.5 A Theory of the Media politics

3.5.1 Basic conflicts in media politics

3.5.2. Politics and Power

3.6. Mass media and elections

3.6.1. The media offering during the campaign

4. Transition

4.1. The media as subject and object of transition

4.2. Mass media transition in Europe

4.2.1. Transition in Ukraine

4.2.2. Transition in Bosnia and Herzegovina

4.3. Dictatorship vs. Democracy in political communication

4.4. To trust or not trust?

4.4.1. How to place credibility?

5. Elections and Election campaign – a review

5.1 Psephology and the history of it

5.2 The reporting models in the mass media during the elections

5.2.1 Personalisation

5.2.2 Visualisation

5.2.3 Professionalism

5.2.4 Negative campaigning

6. Country Bosnia and Herzegovina

6.1. History and recent past

6.2. Political Data

6.3. The Media in Bosnia and Herzegovina

6.4. The Regulative Norms of the Mass Media in Bosnia and Herzegovina

6.4.1. The regulative Norms for the elections coverage

6.5. Freedom of the Bosnian Media

6.6. 2006 general elections in BH - a turning point or not?

7. Ukraine – a sleeping eastern giant

7.1. Television and election campaign in Ukraine

7.1.1. The transition of the media

7.2. Ukrainian Media today

7.2.1. The Public Broadcasting Service

7.3. The freedom of the Ukrainian media today

7.4. Ukraine’s Orange Revolution

7.4.1. The behaviour of the Ukraine media during the Orange Revolution

8. Empirical approach

8.1. Ukraine vs. Bosnia and Herzegovina

8.2. The evaluation of the questionnaire and hypotheses

8.2.1. Hypotheses

9. Conclusion

Research Objectives and Themes

The diploma paper aims to analyze the role of mass media in election campaigns, specifically comparing Bosnia and Herzegovina with Ukraine. The research seeks to understand why a revolution was possible in Ukraine—a country with significant media freedom deficits—while Bosnia and Herzegovina experiences political passivity and media mistrust despite different structural conditions.

• Comparison of political transformation and media systems in post-communist states.
• Evaluation of the influence of mass media on voter behavior and election outcomes.
• Analysis of the relationship between media independence, political credibility, and public trust.
• Investigation of media coverage models, such as personalization, visualization, and negative campaigning.
• Empirical assessment of public perceptions regarding media objectivity and democratic performance.

Excerpt from the Book

Summary of Chapters

1. Introduction: Presents the central research question regarding the role of media in political mobilization and democratic transitions in Bosnia and Herzegovina and Ukraine.

2. Communication – theoretical approach: Discusses the fundamental role of mass media in constructing social reality and political opinion through agenda-setting functions.

3. Theoretical approach: Examines mass media functions (social, political, economic, information) and their integration within political systems, emphasizing power relations and conflict actors.

4. Transition: Analyzes the process of systemic political change and the double role of mass media as both subject and object of democratization.

5. Elections and Election campaign – a review: Reviews the history of psephology and reporting models, highlighting the impact of professionalism and negative campaigning on modern elections.

6. Country Bosnia and Herzegovina: Details the historical and political context of BH, focusing on the fragmented state apparatus and media regulation following the Dayton Peace Agreement.

7. Ukraine – a sleeping eastern giant: Explores the post-Soviet media landscape in Ukraine and the pivotal role of media behavior during the Orange Revolution.

8. Empirical approach: Outlines the methodology of the study based on comparative questionnaire results regarding media trust, usage, and political participation in both countries.

9. Conclusion: Synthesizes findings to argue that differences in media influence and political motivation were critical factors in the diverging outcomes of political engagement in Ukraine and Bosnia.

Keywords

Mass Media, Political Communication, Election Campaign, Transition, Bosnia and Herzegovina, Ukraine, Democracy, Credibility, Agenda-Setting, Orange Revolution, Public Opinion, Media Logic, Political Trust, Democratization, Psephology.

Frequently Asked Questions

What is the core subject of this thesis?

The work investigates how mass media influence election campaigns and political life, focusing on the comparative case studies of Bosnia and Herzegovina and Ukraine.

What are the primary themes discussed?

The central themes include the political function of media, the impact of democratization and transition processes, the concept of media credibility, and the influence of media on voter mobilization.

What is the main research question?

The author asks why a mass-mobilizing revolution was possible in Ukraine despite lower media freedom rankings, while the population of Bosnia and Herzegovina remains largely passive and skeptical toward the political process.

Which scientific methods are employed?

The study uses a theoretical framework of media politics and communication science, complemented by an empirical study using comparative questionnaires sent to respondents in both countries.

What does the main part of the paper cover?

The main part encompasses theoretical foundations of media logic, detailed country-specific analysis of media regulation and history, and the presentation of empirical survey data comparing trust and media performance.

How would you describe the key terminology used?

The work utilizes terms such as "media logic," "agenda-setting," "personalization of candidates," and "negative campaigning" to define how political discourse is mediated.

Why was the Orange Revolution in Ukraine used as a benchmark?

It serves as a critical example of how mass media—despite institutional constraints—can become a catalyst for large-scale democratic protest and political change.

What role does the "Dayton Peace Agreement" play in this study?

The agreement is identified as the regulatory foundation for the Bosnian state and media system, which the author argues has contributed to a complex, fragmented political landscape.